The Power of Cable campaign coincides with the 40th anniversary of David Yurman’s signature motif.

Photographer Charles Mehling has shot in various locations throughout New York, styled by Elissa Santisi and modeled by Arlenis Sosa and Hannah Ferguson.

David Yurman designed the twisted bracelet in the 1980s, transforming it into an instantly recognizable symbol over the decades. The twisted spiral blends perfectly with the influence of uptown and downtown New York, the brand noted, embodying uptown sophistication, industrialism and downtown austerity.

Its “casual elegance”, according to the company, epitomizes classic American style and has been worn by women such as former First Lady Michelle Obama, actresses Angelina Jolie, Priyanka Chopra Jonas, supermodel Kate Moss and singer Rihanna.